This question became the foundation of the project. The research focused on understanding why fans develop strong emotional connections with their favorite artists. Drawing from studies by Stuart Fischhoff, whose work explored celebrity worship and social behavior, the idea emerged that the instinct to follow an idol is deeply rooted in human psychology—almost as if we are socially conditioned to follow a leader.

With this in mind, the concept evolved into creating an informative channel that tells Amy Winehouse’s story while sharing relevant news and content. The design direction emphasized a clean visual language, strong imagery, and subtle micro-interactions to encourage exploration and increase time spent on the page.